Situation:

Microsoft Windows found itself faced with pressing needs that required not only an in-depth understanding of Windows’ technical challenges, but also a better way to reach their customers worldwide, and a way to test and optimize the Windows.com site. With an extended stakeholder team and multiple agencies engaged in the overall Windows solution, the account needed to find an efficient way to define its strategy and processes, and communicate both within the team and to their large extended team.

Solution:

Because of our extensive experience with the Windows account, the Windows team came to us to provide an umbrella solution to implement an effective strategy, a process, and a communication plan.

After a series of strategy sessions, we clarified Windows’ marketing needs, resulting in a tactical road map for Windows. Taking over management of Windows’ Web properties, we coordinated efforts between the core and the extended teams, managed the project’s executive reviews, and worked with CMG to implement the new Windows brand. We designed and built a new site architecture that supports contextual linking, detailed tracking, and campaign integration, and utilized multivariate testing to help test and optimize the content. We also optimized the site for searching.

Additionally, we are working with a number of agencies including Crispin Porter + Bogusky, Universal McCann, Wunderman, and Avenue A Razorfish on the FTP initiative to coordinate tracking and implementation of the large Windows Consumer Campaign.

Results:

Windows.com just recently launched. The site exemplifies the brand and is integral to the success of Microsoft’s largest product offering. The site consolidates messaging across numerous platforms (Windows Mobile, Windows Live, and so on) and is in the process of being globalized in over 50 languages to reach customers around the world.

Ultimately, the success of Windows.com is a result of creative collaboration across the industry.

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